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Nestle has purchased a one-year cross-media sponsorship deal

spanning four Emap Performance brands to promote its Drifter chocolate

bar.

The sponsorship package covers The Box, Smash Hits, Thebox.co.uk and

Aloud.com - Emap's ticket purchasing site for music concerts.

Drifter will become the official sponsor of the Big Box Breakfast, which

will air on the digital channel every Saturday from 7am to 1pm.

On-air sponsorship credits will run before and after the show, with the

strapline: "Drifter, the laid-back snack."

Creative agency Roose & Partners has designed 16 sponsorship credits,

depicting "old people looking cool".

As part of the promotion, Emap will advertise a series of

celebrity-based "meet-and-greet" competitions that will run across The

Box, Smash Hits and the Thebox.co.uk.

The competitions will offer readers and viewers the chance to win a

"slap-up meal" at Planet Hollywood with pop stars such as Ronan Keating

and BBMak.

Smash Hits will promote the competition via a special Drifter-sponsored

page. The Box, its website and Aloud.com will also flag it up. The

promotions will run across all media from September.

The deal was negotiated by Darren Khan, television sales director of

Emap Advertising, Geraldine Stewart, account handler at Roose &

Partners, and David Jarvis, media manager at Nestle.

"We hope this deal will allow the Drifter brand to tap into its core

consumers in a fun and humorous environment," said Khan.

"The emphasis of the campaign is to associate Drifter with chilling out

and being cool, using witty and fun sponsorship images," he added.

Earlier this month, Nestle signed up the Smarties brand to sponsor Smash

Hits TV's new chart.